Why Your Website is Your Most Valuable Business Asset
Remember that feeling when you first created your website?.
Maybe you did it yourself, or maybe you hired someone, but either way, it was a big step. Colors, images, fonts: everything seemed like it was vital. You wanted to tell a story, send a message, express yourself. Your website was your starting point. You’ve probably made changes since then, even completely rebranded or changed direction, but it is still your home online.
Your website is your most important piece of real estate on the internet. It is your home, where you can express yourself and nurture your audience. It is where you can show them what you are all about and build that “know, like, and trust” factor that marketers like to go on about. You can use your website to grow your email list and talk directly to your followers. Your website is the one place that is uniquely “you” with no character limits, content restrictions, or algorithms to get in the way.
Social media is all the rage right now and has been for a while. But have you noticed that which social media platform is the “hottest” or “best for marketing” seems to keep changing? It was Linked In, then Facebook, and Snapchat, now Instagram and TikTok are taking a turn. I’ve been around long enough to have seen marketers make money selling courses on how to sell on Periscope and Vine. (remember those?) I’ve seen people lose everything when a platform decides to shut them down or ban them for a while. Every post, every pitch, every comment, every shred of social proof: gone. Do you know where that doesn’t happen? On your website! Sure, social media is great for being social and connecting with people, but cultivating your website and having a home for your content that you own is vital.
Most people don’t realize the value of their site until something goes wrong. And do you know how most people find out something has gone wrong on their site? Someone tells them. And that someone is not the first person to see the problem, they are just the first to say anything. I’ve seen people lose out on opt-ins, traffic, and sales because their site was broken, and either people couldn’t find where to go or couldn’t get it to work and gave up. That is potential revenue they’ve lost out on because they didn’t care for their site. I hate it, I hate seeing that happen to people, especially when I know how easy it can be to prevent it.
It is the most remarkable thing. I have seen people who will spend thousands on Facebook ads balk at spending a few dollars on a plugin. Or someone that spends hours per week carefully crafting emails to their list turns their nose up at spending 30 minutes a month making sure their site is maintained. (not you, of course, I’m sure)
We have become an industry obsessed with ROI. If we can’t track it and break it down and plug it into our spreadsheets we have no use for it. But the truth is, no matter what industry you are in, what niche, what product or service you have to sell, marketing is about connection. Connecting with people, showing them your style, your personality, your passion will draw them to you. The more they see the more invested they feel. The more invested they feel the more likely they are to buy. Your website is where that happens. It’s where they read your blog posts, where they sign up for your emails, where they learn about who you are, what you have to offer them.
Your website might not be people’s first touchpoint with you but it is one of the most important. It is where they begin to trust you enough to give you something whether that is the time it takes to read a post or their email or a comment. Once they have taken that step they are more likely to come back.
Keeping your website running doesn’t have to take hours or be overwhelming. I invite you to download my free monthly maintenance checklist. Keep it around to give you a reminder of the things you should check each month to make sure your website is working for you and your audience.